Peran Mediasi Fear of Missing Out dalam Hubungan Perceived Usefulness of Live Streaming terhadap Online Impulsive Buying Activity: Studi pada Mahasiswa ISB Atma Luhur Pangkalpinang

Ferry Bakti; Amri; Erwin; Yulianti

doi:10.51339/iqtis.v8i1.5096

Authors

Ferry Bakti Institut Sains dan Bisnis Atma Luhur
Amri Institut Sains dan Bisnis Atma Luhur
Erwin Institut Sains dan Bisnis Atma Luhur
Yulianti Institut Sains dan Bisnis Atma Luhur

DOI:

https://doi.org/10.51339/iqtis.v8i1.5096

Keywords:

Fear Of Missing Out, Streaming, Online impulsive buying activity, Perceived Usefulness, SEM-PLS, Tiktok Shop

Abstract

Transaksi live streaming e-commerce di Indonesia tumbuh signifikan, platform TikTok Shop berhasil mengakuisisi jutaan pengguna aktif menjadi kanal belanja daring paling dominan di kalangan Gen Z. Kalangan Gen Z merupakan segmen yang tercatat mempunyai frekuensi transaksi impulsif tertinggi pada ekosistem social commerce. Meskipun sejumlah penelitian telah menguji peran fear of missing out (FOMO) sebagai moderator dalam hubungan perceived usefulness dan online impulsive buying, belum ada studi yang menempatkan FOMO sebagai mediator mekanisme psikologis penghubung dalam jalur tersebut. Penelitian ini bertujuan menguji pengaruh perceived usefulness of live streaming terhadap online impulsive buying activity melalui FOMO sebagai mediator, menggunakan metode SEM-PLS dengan software SmartPLS 4.0 pada mahasiswa aktif ISB Atma Luhur Pangkalpinang yang pernah berbelanja via TikTok Shop ataupun Shopee Live, dengan n = 100 responden. Hasil pengujian menunjukkan H1 diterima (β = 0,425; t = 4,871), H2 diterima (β = 0,512; t = 6,124), dan H3 terkonfirmasi sebagai mediasi parsial (indirect effect = 0,218). Kontribusi teoritis utama penelitian ini adalah memosisikan FOMO sebagai mediator yang menjadi mekanisme psikologis penghubung antara persepsi manfaat live streaming dan perilaku beli impulsif. Jalur mediasi ini mengungkap proses kognitif afektif yang menjelaskan mengapa dan bagaimana persepsi manfaat berujung pada perilaku beli impulsif, bukan sekadar memperkuat hubungan langsung

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